Can self-regulation ever work? Quite possibly. But only if the parties are prepared to put ethics in its rightful place as the highest demand, instead of making it, at best, one priority among others. Morality cannot be a mere marketing tool or cultural ethos, respected and lauded but ultimately subordinate to self-interest and indeed to survival.
Patrick Stokes is limiting the terms "self-interest" and "survival" to other than what those things mean in Christianity. The Christian's self-interest and survival depends upon putting "ethics in its rightful place as the highest demand." They are one and the same. Survival is survival of the soul forever, which depends upon righteousness, which is always regardless of the fleeting things, such as the Christian's pain and suffering in the here and now. It's the very meaning of the Gospel. It's the very reason Jesus went to the cross.
I don't write that to put Patrick down. I hope it further illuminates. That's what I want.